Fan Q&A, "Using Advertising To Break Your Band"
Posted by akitagirl: Mike - Where do you think LP would be today if you were starting out now? Do you guys think you would be signing with a label, using the net etc... I think this can be a really confusing time for new artist starting out and think you have helped shed a lot of clarity on peoples choices and the reality of signing with a label.
Posted by FCastro: hey Mike, could you give some advice for who's starting and don't know how to across this obstacle? I think you can help who's starting, since you're experienced in that area
M: It's funny you asked; I just had a conversation with Ian Rogers about this, (Music Marketing: Topspin) and here's basically what I said in my email:
Our band might have blown up at the best possible time: we were signed before the internet changed the game, and we were able to have a hit album during the last big wave of CD sales. The success of our first record plus the full attention of the label's great promo and marketing staffs helped us to rise above the noise. After that, the success is always been in the fans' hands.
On the other hand, if we were 18 years old right now, unsigned, and had Hybrid Theory sitting on our hard drives, we could be very disruptive to the record business. In past generations, it would be virtually impossible to record, market, and distribute your album without help. Now, you can do these things alone with unprecedented quality and efficiency. Make a great album on your own, promote it in the myriad social networks, and sell it from your websites. Practice and create an amazing live show, promote online and hand-to-hand, and play live.
That's the message I'm trying to get out to the next generation: there's a possibility that the next Linkin Park do it without being signed to a major label. That would be mind-blowing...but only if that path is a good fit for you. For the extreme pop or extreme non-pop, the choice is easier. Are you a solo dance-pop singer? Probably go with a major. Are you an eclectic jam band whose strong suit is playing live? Probably go indie or don't sign with anyone. But for everyone in between, it's a difficult decision, one that only the artist should make.
(more after the jump)
